Solitario Diamonds Sees Strong Nationwide Response with ‘Free Diamond’ Akshaya Tritiya Campaign

This Akshaya Tritiya, Solitario Diamonds witnessed impressive customer turnout across its stores nationwide through its “free diamond” offer for the first 101 visitors at every outlet.

The campaign attracted over 2,000 walk-ins and generated more than 150 transactions in a single day, making it the brand’s highest-ever one-day sales performance. Weekend conversion rates of 11–12% further reflected strong purchase intent among customers.

Regional sales trends revealed varied consumer preferences. Mumbai and Delhi together accounted for nearly 40% of total sales, while Bengaluru and Pune recorded the highest number of first-time buyers. Chennai and Kolkata showed consistent family-driven purchases, with gifting emerging as a key trend.

A major insight from the campaign was the changing buyer profile. Many customers purchased diamonds for the first time, often for themselves or as gifts, highlighting a move away from occasion-based buying toward more personal and purposeful purchases. One Mumbai customer shared that while Akshaya Tritiya had always meant buying gold, their first diamond purchase felt both special and spontaneous.

The campaign also generated strong digital traction, delivering over 3 million impressions, a 2.5X rise in social media engagement, and a 35% increase in website traffic during the promotional period. Compared to last year, results showed a 2X increase in footfall and a 1.8X growth in conversions, along with a noticeable rise in younger shoppers and first-time buyers entering the category.

Ricky Vasandani, Co-founder & CEO of Solitario Diamonds, said Akshaya Tritiya has traditionally been linked to gold purchases, but this year the brand aimed to make the occasion relevant to a wider audience. He added that the growing number of first-time buyers signals that diamonds are increasingly seen as immediate and personal purchases rather than only long-term heirloom investments.

Kabir Kate, CMO of Solitario Diamonds, noted that the free diamond concept was designed not merely as an incentive, but as a way to encourage customers to experience the brand directly. He added that the scale of participation and the discussions it created both online and in-store show that consumers today are more willing to rethink traditional jewellery-buying categories.

The initiative has now become Solitario’s most successful retail campaign so far, reflecting a wider shift toward accessible, experience-led luxury and changing consumer attitudes toward discovering and purchasing diamonds in India.